The #1 speech-murdering mistake

Something I’ve heard from clients’ mouths time and again:

“I want it to be more dignified.”

Sometimes ‘dignified’ is swapped for another word, like ‘statesmanlike’, ‘serious’, ‘sophisticated’, and so on.

But the idea is always the same.

And what is that idea?

The pretence is that a speech is only good if it’s heavy and serious. That every speech should be like Churchill’s address to the nation after the loss of France in WWII.

And sure – that’s an amazing speech.

And it’s a very serious speech.

But not because it’s a serious subject – because it’s a GRAVE subject.

There’s a big difference.

Almost every topic for a speech or presentation  is ‘serious’.

Maybe it’s about taxes… the annual report… regulations… a new business direction… whatever.

The subject is serious.

It’s not a joke.

In fact, pretty much the only non-serious topics are the speeches/presentations/performances of stand-up comedians.

EVERY other speech has a ‘serious’ topic.

But the mistake people make is confusing ‘serious’ with ‘grave’.

A serious subject deserves attention.

But it doesn’t mean there’s no space for something different – even something funny.

A grave subject is different.

If Churchill had joked, he would have been making light of the deaths of thousands of men and women.

He would have been suggesting that their sacrifice meant nothing to him.

He had a grave subject matter, so he needed to be grave in his speaking.

But if you’re talking to a room of CFOs…

Sure it’s ‘serious’ – but it’s not grave.

You can – and should – lose the ‘dignity’ just a little.

Why?

Because by doing so you show you’re human.

You show you recognise that you’re talking to humans.

When you match the message to the matter – you strike speaking gold.

Grave matter = grave speaking.

‘Serious’ matter – serious speaking.

But that does NOT mean ‘no jokes.’ It doesn’t mean ‘no pop culture references.’ Or ‘no slang’.

All too often ‘dignified’ and its synonyms equals ‘devoid of personality.’

It means ‘the same as everyone else.’

Really, it means ‘I’m too scared to be an individual, too terrified to stand out lest someone be put out.’

Then don’t speak.

Because if you’re not going to inject some personality into it – you may as well hand around a media release and not waste your time and theirs by getting up to effectively read the same material.

To quote a classic on public speaking from the ‘70s:

“Even bankers or bishops like speeches with a flavour of colour and individuality.”

Food for thought.

A good example of a ‘serious’ speech with a strong flavour of colour and individuality, I suggest you read Paul Keating’s speech at the State Funeral for Neville Wran.

Look for lines like this:

“He was street smart to a blade-like sharpness. As they say, he could hear the ants change step.”

Or descriptions like ‘Glebe Point Gulag.’

These show a man not afraid to stand out and be different.

They don’t detract from the seriousness of the subject (a funeral) – they add to it.

So if you want a strong speech or presentation…

STOP asking for dignity or sophistication.

It’s just code for flavourless.

Talk soon,

Alexander